A Human Touch
For Online Customers

By

Paulette Thomas Special to The Wall Street Journal

Updated Dec. 13, 2005 12:01 a.m. ET

THE PROBLEM: Striking the best balance between human and online interaction with customers.

Andrew Field was fly-fishing in the Yellowstone River in Montana one day when his fishing buddy lamented that the print shop he worked for was shutting down. Intrigued by a new challenge, Mr. Field decided to launch a print shop of his own.

He and his wife had moved to Livingston, Mont., from the Twin Cities in 1990 to enjoy the sports...